Client: Sport Relief

Event: John Bishop’s Week of Hell

Brief: Take one of the UK’s best loved comics on an epic, media worthy adventure over the course of a week and raise millions of pounds for Sport Relief. We love a nice simple one!

Response: We set John Bishop the challenge of cycling, rowing and running over 290 miles from Paris to London in just five days. First up was a 180 mile cycle from Paris to Calais and then it was straight into a rowing boat with Freddie Flintoff, Davina McCall and Denise Lewis to row the channel. Once dried off it was then three marathons in three days into Trafalgar Square for a hero’s welcome.

We were tasked with delivering the full logistical operation of the challenge. The brief included route planning, risk assessments, transport, live event crews, mobile catering, accommodation provision, full crew welfare, BBC liaison and finish line management. A particular challenge on this one was getting clearance from President Sarkozy to row the channel ‘the wrong way’. Although it is only one person doing the challenge the behind the scenes media attention means a full team following every step.


  • £4.2 million raised for Sport Relief
  • One broken but elated John Bishop
  • Mass media coverage